Ionixx Technologies - Analyst - Market Research & GTM Strategy

Analyst - Market Research & GTM Strategy
Department: Product Strategy & Growth
Reports To: VP of Product / Managing Director
Location: Chennai, Tamil Nadu (Work from Office)
Experience: 4-7 Years (Preferred: Fintech / Lending Saas / B2B Saas)
Employment: Full-time, Permanent
About the Role:
As Ionixx prepares to launch a configurable, multi-product LOS platform for the Indian NBFC market, we need a Market Research & GTM Strategy Analyst to validate product-market fit, build the pricing model, analyse the competitive landscape, and design the go-to-market strategy.
This role combines market intelligence, competitive analysis, and commercial strategy. You will work at the intersection of product, sales, and leadership to ensure our LOS offering is positioned, priced, and launched for maximum impact in the NBFC segment.
Key Responsibilities:

Product-Market Fit (PMF) Analysis:
- Conduct primary research (surveys, interviews, NBFC CXO roundtables) with 50+ NBFCs across tiers (large, mid-size, small/micro) to validate pain points with existing LOS solutions.
- Analyse adoption patterns for LOS/LMS platforms across NBFC segments and identify underserved niches.
- Build a TAM/SAM/SOM model for the Indian NBFC LOS market with segmentation by NBFC size, loan product type, and technology maturity.
- Evaluate the willingness-to-pay across segments and validate demand for key differentiators (dynamic fields, configurable workflows, and multi-product support).
Competitive Intelligence:
- Map the competitive landscape: Nucleus FinnOne, Newgen OmniFlow, Lend Foundry, Cloudbank in, Arthan Finance, TurnKey Lender and emerging players.
- Conduct feature-by-feature benchmarking with scoring matrices for functionality, configurability, pricing, deployment model, and customer satisfaction.
- Monitor RBI regulatory changes, DLG guidelines, and NBFC technology adoption trends that impact LOS market dynamics.
Pricing Strategy:
- Design the pricing model (SaaS subscription, per-loan transaction fee, hybrid, or tiered) based on competitive benchmarks and NBFC budget constraints.
- Model unit economics: CAC, LTV, payback period, and gross margins for different NBFC customer segments.
- Run pricing sensitivity analysis and A/B test pricing hypotheses with early-adopter NBFC prospects.
Go-To-Market (GTM) Strategy:
- Design the GTM playbook: target customer profiles, sales channels (direct, channel partners, NBFC associations), messaging, and launch sequencing.
- Identify and prioritize pilot NBFC customers for beta launch, leveraging Ufin's existing network.
- Build sales enablement collateral: pitch decks, ROI calculators, competitive battlecards, and case study frameworks.
- Plan an event and community-based go-to-market: NBFC industry conferences, RBI fintech sandboxes, and FIDC/MFIN events.
Required Qualifications:
- 4 to 7 years in market research, product strategy, or GTM roles in fintech, lending SaaS, or B2B enterprise software.
- Demonstrated experience conducting primary market research: NBFC/BFSI surveys, stakeholder interviews, and competitive analysis.
- Strong analytical skills with proficiency in Excel/Google Sheets (financial modeling, cohort analysis), and presentation tools.
- Understanding of SaaS pricing models (subscription, usage-based, tiered) and unit economics.
- Familiarity with the Indian NBFC ecosystem: regulatory landscape, lending products, technology stack, and key industry bodies (FIDC, MFIN, Sa-Dhan).
- Excellent written and verbal communication; ability to synthesise complex research into actionable recommendations for leadership.
Preferred Qualifications:
- MBA or equivalent with specialisation in Marketing, Strategy, or Finance.
- Prior experience in a B2B SaaS product launch or GTM role in the Indian market.
- Network within the NBFC industry or fintech ecosystem.
- Experience with market research tools: Statista, Tracxn, Crunchbase, or similar platforms.
- Knowledge of India Stack, Account Aggregator, OCEN, and digital lending regulations.
What We Offer:
- Shape the commercial strategy for a product with strong domain backing and live NBFC operational experience.
- Work directly with leadership, including the MD who runs an operational NBFC (Ufin).
- Competitive compensation with performance-linked incentives tied to product launch milestones.
- Exposure to the end-to-end product lifecycle from market validation to GTM execution.